Monday, 1 October 2018

Looking for a cost effective way to stand out from the crowd at your next exhibition? Moving on from the usual pull-ups and pop-ups, there is a new style of stand around and it is perfect for exhibitions, easy to put up and washable! Fabric stands are all the rage!

Ever thought of lightweight fabric stands?Made up of just two main components – A strong, lightweight frame and a printed fabric cover. The printed cover fits snugly over the frame and can be printed both sides giving your brand more presence. Secured in place by a zip fastening, the cover is washable and changeable meaning additional covers can be printed so you can swap the design depending on the event.

Great for large and small events or in the officeAvailable in a multitude of sizes and shapes including a more traditional pull up banner stand as well as straight or curved backdrops - similar to a pop-up. The printing technology gives vibrant colours making these fabric stands a strong presence. Perfect for small and large events as well as in the office, as backdrops or room dividers.

More cost effective than traditional pop-up standsWhere as the traditional 3x3 pop-ups are made up of multiple panels that create visible join lines through the middle of the design, these bigger backdrop style stands remove the issue, as the fabric is one continuous piece. Options of adding lights and fabric graphic wrap tables and counters make a dynamic looking stand, which you will be proud to present and they cost less.

Sunday, 1 July 2018

Show your clients you mean business, whatever your line of work with an impressive sales toolkit, which showcases your products and services.With 70% of us believing that mail gives a better impression of a company than email, it’s time to trust traditional methods of communication.Whatever you’re selling, sell it well. Whether you’re an SME whipping up gluten-free cakes for local villagers or a multi-national serving financial clients, demonstrate your products and services professionally and you’ll win more clients.

Often, customers aren’t turned off by your products, but the tired, predictable ways you present them. So give it to them straight. Highlight the real value of your offering with a sales toolkit that showcases exactly what you do including all of your USPs and all of your contact details.

Boom. Then it’s right there on your customer’s desk with no excuse not to get in touch.

Consider every element of your business, and tailor packages towards your target market, focusing on what will be relevant to them.

Ensure you include:

Business Card

Covering Letter

Brochure with overview of company

Product and sales/data sheet

Call to action – what do they need to do next

Also think about how is it going to be delivered, personally – great; post – consider size weight costs!

We’re open to requests if you need to WOW with off-the-wall impact chat to us! At The New Fat, we can help create sharp, professional sales toolkits for businesses of all sizes across all industries.

The benefits of a polished sales toolkit

Ensures your branding is communicated consistently throughout, building your brand and giving your sales team a focus with clear messaging.

You don’t get a second chance to make a first impression but it’s not all about you. Even in the finest suit, if how you’re presenting your business is not up-to-scratch, how you present yourself is meaningless. Equip yourself with a sales toolkit from The New Fat and we’ll ensure your brand is represented in the most authentic, powerful way.

Print isn’t dead - Embrace RIP (Really Interesting Print).

How many times have you ignored emails, simply because they sound like spam or didn’t suit your workload or even your mood on that day? Print isn’t dead; it just needs to be dynamic enough to stand out in a crowded space. It’s where The New Fat excel.

Leave your mark with something to be remembered by. With a tangible take-away, you can engage and generate response by:

Creating brand unity and a unique brand story bespoke to your own business.

Establish a connection by leaving your contact details. When someone’s telephone number or email address is right in front of you every day, there’s far more chance of getting in touch.

Ensure longevity by giving them something real – in the digital age, a premium set of printed materials mean more than empty cyberspace comms.

Tuesday, 1 May 2018

Short title, right? You may well be reading this item along with the circa-35% of recipients who open e-mail based on the subject line. Also, there’s roughly a 54% chance you’re reading this on a mobile device too. If that’s the case, then bear in mind that an ideal subject line should be around just three words, based on the fact that an average mobile device can fit just 4 to 7 words across the screen. Phew!

So, email marketing: It’s effective and it’s affordable when compared to other forms of marketing. However, there are a number of important considerations to bear in mind if you want to succeed. In fact, you may well be asking yourself “How do I get e-mail marketing right?”

In our short guide to direct e-mail, we clarify the ambiguous and we present e-mail marketing as easy as 1, 2, 3 - 1: Design; 2: Copy; and 3: The Law.

Let’s go…1: Design

Your e-shot needs to be visually appealing, but it also needs to actually work i.e. display consistently across all web-based email platforms, from Outlook to Gmail. It needs to be as striking on a Mac as it is on a PC and just as effective on an Android smartphone as it is on an iPhone or iPad.

Bearing the above in mind and that mobile e-mail is increasingly important, images and design need to be responsive (i.e. resize and reformat accordingly). Outlook and Mac Mail programs feature preview windows, smartphones are small, and Outlook and Gmail have narrow display panels. Therefore, a starting point for e-mail design should be within a 600 pixel-wide space.

A lot of experienced e-marketers use something known as the “pyramid” when designing their emails. In essence, this is a framework for structuring overall design, starting with the header, imagery, buttons and so forth. Following this hierarchy of messaging ensures that the key elements of the e-mail attract and draw-in the reader, ultimately instilling a desire to click-through to the website.

With the various platforms and recipient device-types, the most important stage of your design is the testing stage! Test your e-mails thoroughly. Do this by sending test e-mails to all platforms and to all devices. You’d be surprised how differently the various platforms all read style information, or as mentioned, simply strip it out and ignore it. Make the necessary changes and then, test again!

2: Copy

We’ve touched on the subject line, so if you will, consider the sheer volume of non-relevant e-mails that we all receive on a day-to-day basis. Bearing in mind the character and space limitations, our titles need to be succinct and they need to connect effectively with target groups in order to leverage opens. In other words, they need to stand-out from the crowd! So that said, consider that, before we buy anything, many marketers believe that the buyer has recognised a ‘problem’ and that they are searching for products and services as a solution to that problem. If we can communicate an understanding of these problems and suggest that we can provide the key to the solution within these short e-mail titles, then we’re half-way there. However, a word of caution: You must avoid what are referred to as ‘spammy’ words in your title and indeed, in your body text to a (slightly) lesser extent.Something worth exploring is using symbols in your titles. A recent Experian report showed an increase in open rates compared to plain text titles. But please, send those test emails prior to broadcast to ensure consistent reproduction across all platforms.

If your titles, headings and copy contain ‘spammy’ words, especially ‘monetary’, ‘sales’ and ‘offers’ related terms, the chances are that e-mail servers and platforms that subscribe to blacklists will identify your message as spam and block you at best. At worst, they’ll blacklist you. If you end up on a blacklist, something easily achieved, it’s time-consuming and often a confusing process to delist, and until you have done so successfully, your day-to-day business e-mails may well be blocked, thus compromising your business operations.

Of course, like all marketing communications, your e-mail copy needs to be in the register, tone and language of your target group. Keep email copy minimal and to the point, and ask yourself “Is my copy relevant and is it useful?”. If you can answer this with an honest ‘Yes, of course it is”, then try and write your e-mail in excerpts rather than full posts. After all, the primary objective of your e-mail is surely to push people towards your website to find more information, to hopefully buy something, or to click the ‘contact us’ button.

If your messaging is less formal, how about utilising emojis? A picture speaks a thousand words, they say. However, consider that Google’s emojis are slightly different from say Android’s emojis and may well look a little different when they arrive in the inbox. But then, you’ll be testing your e-mails of course.

A hugely attractive feature of e-mail marketing is how we can personalise our messages. We can include the recipient’s name in the salutation, the body text and even the title by using simple short-codes that link to your data (pulling in first and surnames when required). With personalised emails being 26% more likely to be opened, this is undoubtedly a technique not be be ignored. But, overuse personalisation and it might well work against you and repel readers. Once they’ve opted-out of your emails, you can’t legally e-mail them again!

We all know that e-mails are rather ‘viral’ by nature, meaning that recipients can easily share the content by forwarding them to friends and colleagues who they feel might also find the content of use and interest. We can easily add social media ‘like’ and ‘share’ buttons to our messages, forward-to-a-friend hyperlinks, as well as subscribe buttons for those who may have come across the message indirectly, or were forwarded the e-mail.

3: The Law

Sounds like the stuffy part, right? Wrong! Well, right, but ‘Ahhh GDPR is here!’ - E-mail marketing works very well as a ‘relationship marketing’ tool; It’s ideal for keeping in touch with existing clients and contacts. It’s cheap to produce with no postage costs and advert placement costs. Conversely though, it’s not ideal as a first-point-of-contact medium and unless you bear in mind a few established guidelines and legalities, you may well land yourself in hot water at worst and with annoyed customers at best.

Firstly, your e-mail must state your company name, its legal status and registered address, usually in the footer. It must feature an opt-out feature and you cannot by law send e-mails to contacts again unless they specifically double opt-(back)in to your list. Double opt-in means that targets click to join your list, are sent a confirmation e-mail and are required to respond to this to confirm legitimacy.

With the European-wide GDPR data protection laws coming into force this May, organisations face fines for sending to lists and individuals who have not expressly given their permission to be sent information. This has been consumer law for some time now, but GDPR is going to make it very enforceable and very real!

… and finally

With 92% of online adults utilising e-mail and 61% of these using it on an average day, we hope you don’t need any more convincing that, when executed correctly, e-mail marketing is highly advantageous.

E-mail is a superb way of communicating regularly with your customers and target groups and unlike other forms of marketing, you can track e-mail marketing through the broadcast software, as well as through your own website analytics. Stay on the right side of data protection law, e-mail servers and e-mail blacklists and you could well see a significant return on a comparatively minimal investment in no time.

Thursday, 1 March 2018

In this ever-increasing online world - how does printed marketing / mail correspondence fit in with your marketing strategy?We have reviewed some statistics that give us an insight into how the public perceives mailed communications compared to email or other forms of brand marketing.

Positive scores for mail are on the increase, indicating that mail can work alongside traditional broadcast channels and digital media to deliver stronger business outcomes.

Trust is a big issue - in a climate of doubt and distrust, traditional mail is valued and seen as secure. Becoming a trusted source of information or quality products is invaluable when raising your profile.

People seem to feel that mail and other printed communications are intrinsically more trustworthy, perhaps because they are phyisically more tangible. In fact, we seem ‘hard-wired’ to believe in what we see printed, but have a lack of faith when it comes to pixels on a screen.

So, what is giving mailed communications such a boost?

Possible reasons are the ever improving quality of the mail itself, better use of data or the comparative rarity of posted marketing in relation to email.

Reading an item of mail is an active process that demands the dedicated attention of the viewer. In recent research, 65% of respondents said they gave mail their full attention, compared with only 35% who said the same for email.

72% of people said they often read and review some of their mail at a time when they can give it their full attention.

Friday, 1 December 2017

Graphic design is constantly evolving and as each year comes and goes, so do trends. As the new year fast approaches, now seems a great time to look at the hotly anticipated design trends for 2018.

Modern Day Vintage and Popping Colours

Colour - Modern Day Vintage and Popping ColoursWith brands like Instagram utilising strong and vibrant colour transitions to boost bold and simple designs, it comes as no surprise that other brands are taking on similar styles. 2018 is likely to see the continued resurrection of gradients and the era of flat design enhanced.Duo-tones have also seen an exponential rise since Spotify created a colourful campaign for their playlist images. Combining contrasting colours with the texture of halftone creating a two-toned image full of energy.Pairing bold colour transitions or duo-tone images with retro colour pallets from the 80s and 90s is on trend. It seems like a contradiction but modern day vintage is in! Combinations of punchy and pastel pinks with electric hues of blue and purple with pattern bursts continue to enhance flat designs.

Subtle Depth and Juxtaposing Elements

Layout - Subtle Depth and Juxtaposing ElementsAs we move away from ultra-flat design we see the evolution of asymmetric and split page design. Using neutral space in a creative way and juxtaposing contrasting elements. Long, soft shadows lift ultra-flat towards the 2018 trend of semi-flat designs, adding a subtle depth. Retro and geometric pattern backgrounds are back in the mainstream as kids of the 80s and 90s gain more influence, not only in the world of design and marketing but as consumers. Authentic images add a personal touch, revealing real-life moments as they happen, exposing a human side to brands. A welcome and refreshing shift away from dry, staged and uninspired stock photography, which will always be prevalent.

Integrated and Creative Typography

Typography - Integrated and CreativeLeading the way for the developing trends of 2018 is the use of creative typography. Imagination is forging the path of cropped, chaotic and intersecting typography. Removing elements of letterforms and intertwining type with imagery and graphic elements makes for a beautifully modern, but unconventional twist on design. Moving away from the norm, breaking up words and playing with unusual alignments. Bold fonts are at the forefront, adding impact and order to chaotic but eye-pleasing designs. This new style of interactive typography may not suit all design projects but creativity, form and function can still prevail. Composition is key. Typography combined with a strong colour palette and great layout is the perfect recipe for engaging design.

Mobile First Design

Web design - Mobile FirstAs static websites become a thing of the past, the way we design a responsive site is changing. Increasingly, smartphones and tablets are the primary choice for first stage browsing and for websites with a mobile majority we must rethink the key aspects of the user experience. Mobile first design is set to be a new way of thinking in 2018. Stripping back design, bringing in form and function and building up to desktop where creativity can come into play. As 2018 beckons, refreshing trends are revitalizing the world of graphic design and shifting focus to originality. Moving away from ultra-flat design and welcoming creative typography, eye popping colours, beautiful patterns and a new way of thinking in website design.

Wednesday, 1 November 2017

Resources can be limited when
you’re starting in business. Making good decisions about your marketing
material is key and in the long run it always pays to use talented design professionals.

In fact, there are six great
reasons why good design is absolutely essential in helping your small business
grow:

1.It creates a great first impression

You know what they say: you don’t
get a second chance to make a good first impression. Whether it’s your logo, an
email signature, your business card or website, potential customers will judge your
company in just a few seconds based on visual appeal alone.

Designers are great at putting themselves
in the potential clients shoes, this can be hard to do when it’s your own
business! Let them give you feedback on how they think your brand should look
and feel.

2.It builds confidence

As you grow your company it’s important
to inspire confidence in your customers and prospects. Who are they going to
give their money to? Probably the company that looks experienced, professional,
trustworthy and established.

Designers ensure you communicate
your brand’s culture, character and personality with your marketing. This will
inspire trust in both your consumers and employees, creating solid long term
foundations for your company to thrive.

3.It makes you stand out

Small businesses all have one
thing in common. They face stiff competition. They thrive or they die. To make
themselves stand out and have a better chance of success, they can use high
quality, good pricing, excellent customer service, rapid response, or something
else entirely.

They can use creativity. In fact,
your company image can go a long way towards making your business unique. The
problem is, many business owners seem to shy away from the bold design that will
set them apart from their competition. They don’t want anything out of the
ordinary. So they go for the safe option and their business just gets lost in
the crowd.

Anything you can do to make your
company more memorable is crucial. So hire a professional design agency to develop
a unique image for your business. They will use colours, typefaces and imagery
to create a unique mood for your business. Then, your customers will have the
same experience reading your brochure as they do browsing your website. It will
help you become recognisable and memorable.

In short, give your customers or
visitors something to remember and talk about. Then they will not only buy from
you and keep coming back, they will recommend your brand to other people.

4.It helps you sell without selling

Good design and consistent branding
also makes referrals easier. New customers are like gold dust for any small
company and the better you are at catching their eye and bringing them in, the
more your business will grow. In fact, professional design makes your company
and its image memorable without you having to use any hard sell.

What’s more, high quality design
helps you to turn first time shoppers into loyal customers. An eyecatching,
memorable logo, well-designed website, emails, ads and brochures all with a
consistent look can be the difference between someone coming back to you or
choosing a competitor. You need to make the act of looking at any of your
marketing materials a pleasant and consistent visual experience.

5.It saves you time and money in the long run

You can almost guarantee that
when a company doesn’t commission proper graphic design in the beginning, they
will definitely have to do it properly at some point down the line.

The irony is, good design has
longevity and it can often work out cheaper to pay for great graphic design once
rather than paying for inferior design many times over. As the old saying goes,
‘Buy cheap, buy twice.’ Worse still, redesigning a company’s image over and
over again wastes time and money and can disrupt and disjoint your brand image.

6.It can become a valuable financial asset

So with good design at the heart
of everything you do, you can really build a successful brand. How successful?

Well, here are a few statistics
that will give you some food for thought. According to Forbes’ annual ‘The
World’s Most Valuable Brand’ list, Apple’s brand is worth $154.1 billion alone,
while Google comes in at $82.5 billion, and Microsoft rounds out the top 3 at
$75.2 billion.

As you can see, your brand can be
a valuable asset in a number of ways, not only building up your brand awareness
but instilling confidence and professionalism for both existing and potential
clients. Building a business doesn’t happen over night but developing your own
brand with its unique design style and aesthetic is a great step in the right
direction. All it takes is a call to a good design agency.

A Bit About Us

We are The New Fat, one of Nottingham’s more recognised creative design and brand communication specialists. Since our 1999 inception, The New Fat has served organisations including B&Q, Bombardier and Penguin Books with the innovative, outsourced design services they need to develop and communicate their brands effectively.
We’re just as capable and comfortable working for national and international brands as we are with smaller niche companies and we continue to delight a broad spectrum of clients spanning pretty much all industry sectors, from leisure to retail, engineering to manufacturing and public sector to professional services. Our services are as perfect for organisations with overflow requirements as for companies lacking their own in-house design departments and although we’re Nottingham based, we currently enjoy working with clients throughout the UK and spanning the globe.